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Technological Constructions of Reality: An Ontological Perspective
Unformatted Document Text:  Running Head: TECHNOLOGICAL CONSTRUCTION OF REALITY history. Through his research he concluded there is an inherent bias of communication where technology works toward centralizing power and inevitably exploits those without power to serve those with power. Building upon this, McLuhan analyzed the effect of media, looking specifically at the transformative power of media technology (McLuhan & Zingrone, 1995). Within this research, McLuhan is most famous for coining the phrase “the medium is the message” (McLuhan & Zingrone, 1995). According to McLuhan: In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium is the message. This is merely to say that the personal and social consequences of any medium—that is, of any extensions of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. (McLuhan & Zingrone, 1995, p. 151) In other words, the medium itself transforms and shapes the way we view the world more than the meaning within the message. The presence of the communicative media effects how one views the world. A person growing up in a world with high-speed Internet and mobile technology will view the world as much more fast-paced and instantly accessed than someone who grows up in a world where writing a letter and sending it through carrier is the fastest mode of communication. Other important concepts of this theory include the global village and the extensions of man (McLuhan & Zingrone, 1995). McLuhan used the term global village to reference the opening of national borders and shrinking of the world as communication technologies grow ever faster to transcend space and time. McLuhan has been hailed as a prophet of media insight as he came to these conclusions long before the advent of the Internet as it is known today. For McLuhan, the global village would be founded by media technology that allowed people across the globe to instantly connect with one another and forge a blurring of social, political and psychological systems (Meyrowitz, 1994). 8

Authors: Vincent, Cindy.
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history.  Through his research he concluded there is an inherent bias of communication where 
technology works toward centralizing power and inevitably exploits those without power to 
serve those with power.  Building upon this, McLuhan analyzed the effect of media, looking 
specifically at the transformative power of media technology (McLuhan & Zingrone, 1995). 
Within this research, McLuhan is most famous for coining the phrase “the medium is the 
message” (McLuhan & Zingrone, 1995).  According to McLuhan:
In a culture like ours, long accustomed to splitting and dividing all things as a means of 
control, it is sometimes a bit of a shock to be reminded that, in operational and practical 
fact, the medium is the message. This is merely to say that the personal and social 
consequences of any medium—that is, of any extensions of ourselves—result from the 
new scale that is introduced into our affairs by each extension of ourselves, or by any 
new technology. (McLuhan & Zingrone, 1995, p. 151)
In other words, the medium itself transforms and shapes the way we view the world more than 
the meaning within the message.  The presence of the communicative media effects how one 
views the world.  A person growing up in a world with high-speed Internet and mobile 
technology will view the world as much more fast-paced and instantly accessed than someone 
who grows up in a world where writing a letter and sending it through carrier is the fastest mode 
of communication.
Other important concepts of this theory include the global village and the extensions of 
man (McLuhan & Zingrone, 1995).  McLuhan used the term global village to reference the 
opening of national borders and shrinking of the world as communication technologies grow 
ever faster to transcend space and time.  McLuhan has been hailed as a prophet of media insight 
as he came to these conclusions long before the advent of the Internet as it is known today.  For 
McLuhan, the global village would be founded by media technology that allowed people across 
the globe to instantly connect with one another and forge a blurring of social, political and 
psychological systems (Meyrowitz, 1994). 

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